The number of people who watch online video at least once per month is greater than those who watch TV at least once per month, according to a recent Nielsen study. So it's not surprising that Forrester projects the domestic digital video advertising market to swell from $2 billion in 2011 to $5.4 billion in 2016.
Holiday season marketing will likely account for a good portion of that growth, considering that the holiday season accounts for 25-40% of annual sales for retailers, according to the National Retail Federation. Moreover, even in challenging economic times, online retail sales will account for nearly 25% of retailers' sales this year, eMarketer predicts.
You still have a small window of time to enhance your holiday marketing initiatives before shoppers start checking off their wish lists. And the most engaging and effective medium to use with those initiatives is online video advertising.
Here are five tips for smart video ads that will make the most of this holiday season for your online business.
1. Use pre-roll ads and personalize them for brand and performance value
Pre-roll video advertising is the fastest-growing and most effective form of online advertising. These ads guarantee views, so allocate your holiday ad spend accordingly.
Retargeting website abandoners with personalized pre-roll ads can also bridge brand and performance advertising disciplines, supporting the creative messaging, reach, and scale requirements of brand advertisers, as well as critical action-driven, tracking, and optimization elements that performance marketers require.
From a performance perspective, visitors engaged with personally relevant, retargeted ads visit the site, convert, and spend more. From a brand impact perspective, there's also value in the number of hours of a highly relevant audience's engagement with your brand.